Mrs. Fields Australia to export coffee blend globally

February 22, 2011 // Franchising.com // Mrs. Fields Australia has been selected to export their local coffee blend to the global brand's franchises around the world.

The development is the culmination of a dedicated two year drive by Mrs Fields Australia to create a premium coffee offering to accompany the flagship Mrs. Fields cookies and food selection.

Its coffee blend was developed in conjunction with Victorian coffee roasters Daily Roast Coffee.

In a further boon for local beverage suppliers, local labels Bondi Chai and Tea Tonic Tea will be included in Mrs. Fields Australia's export offer to its global counterparts.

Companies across the world to be using the blends include new Mrs. Fields master franchisee's in China and Pakistan, with other countries expected to join shortly including Indonesia, Russia and Vietnam.

The final frontier is the US, with Mrs. Fields Australia managing director Andrew Benefield and his team travelling there in March to present the coffee to local US Mrs. Fields franchisees at their Convention. "We will have a fully functioning coffee bar at the convention, so they can have the full experience," Mr Benefield said.

"I couldn't be happier with the result. This is a massive achievement and a reflection of the popularity of our offering locally. Supplying to international markets is enormous validation of the emphasis we place on our coffee offering."

He said the fact that Australia is acknowledged as one of the most sophisticated coffee loving markets around the world was advantageous.

"Our coffee drinkers are tough markers so Mrs. Fields has placed a great emphasis on our whole coffee operation. All our baristas are professionally trained. It is highly important for us to provide a respected coffee product along with great quality food."

A key reason for the initial alignment with Daily Roast Coffee was the opportunity to work with World Barista Judge Justin Metcalf, according to Mr Benefield.

"His extensive knowledge brings quality control and training expertise. We find that Barista training is equal if not more important than the coffee itself, and Justin has done a great job of putting together a training program for us."

"Justin has also worked with a global coffee machine company to develop an almost foolproof coffee machine, without the need to go automatic. That way we can still offer the theatre of a Barista making coffee, whilst knowing the milk tempering and coffee extraction is done by the machine. "

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